www.simplify360.com

Stage 3

HaveYourSay

Team Name: The Pink Panthers

Name of first member: Indrani BhattacharjeeCollege Name: IMT Ghaziabad

Name of second member: Nikhila VijayCollege Name: IMT Ghaziabad

Plan of Action• Selecting target audience• Identifying consumer habits of target audience• Social media habits of consumer• Promoting “Cobby is here”• ROI measurements

Selecting the Target Audience

• Primary ag

e group th

at

watches ca

rtoons-mos

t

likely to

enjoy “Cob

by is

here!”

• Most likely to

read

the Cobby comi

cs –

may collect th

em for

memorabilia

• Consists of parents who

may

be aware of the show and

comics because of their

kids- must appeal to the

m

as a good show for their

kids to watch

Some Consumer Insights

• 43% of kids aged 5-15 own mobile phones

• Kids still l

ove watching

TV- they als

o access TV

content usin

g mobile

phones(25%),

tablets(15%

)

and broadcas

ter’s

websites(34%

)

• Age 5-15: 42%

• Age 12-15:

26%• 23% of 5-15s

play games on

tablet

Tablets usage

93% of kids aged 5-15 use the internet

Activities online-1. Homework2. Games3. Information4. Social networking

Source: http://stakeholders.ofcom.org.uk/binaries/research/media-literacy/october-2013/research07Oct2013.pdf

SOCIAL MEDIA USAGE81% of kids aged 12-17 yrs. are on social media

21% of kids under the age of 13 use a social networking site

Most popular sites for kids:Facebook 15%Twitter2%YouTube45%Instagram 10%

26% of kids under 13 have a YouTube account

73% Indians aged 8-13 yrs. are on social media

Kids aged 8-18 spend an average 44.4 hrs per week online

38% of kids under 12 use Facebook

Source: http://www.mediabistro.com/alltwitter/kids-social-media_b54839

COBBY AND CHERRIE

COBBY• Intelligent

• Helpful• Kind and approachabl

e• Likes to be

alone• Loves Bamboos

CHERRIE• Smart and cute• Independent• Very good at

solving cases herself

• A good role model to young girls

Spread the word - ‘Cobby is Here’

: 2 Months-Reach the maximum target audience.

Phase 1: Target Facebook, twitter, Instagram, have

a presence on other kids websites

Phase 2:Develop a Cobby game, website, app,

YouTube teasers

PHASE 1

Facebook

, Twitte

r and In

stagram:

• Solve a

case- So

lve a de

tective

story ea

ch week

on twitt

er and

Facebook

with di

fferent

difficul

ty level

s.

• The more

difficu

lt cases

would i

nvolve s

ome rese

arch and

would

involve

kids ask

ing thei

r parent

s for he

lp in so

lving th

em ,

thus eng

aging th

em in th

e proces

s.

• The dete

ctive st

ories co

uld inte

grate sc

ience, h

istory,

geograph

y and cu

rrent af

fairs et

c. which

would a

lso educ

ate

kids.v

PHASE 1

Facebook

, Twitte

r and In

stagram:

• Cobby is

smart a

nd witty

with ex

cellent

catch ph

rases-ha

ve a bes

t

comeback

contest

• Competit

ions-Dra

w Cobby

and the

gang. In

vite Cob

by to so

lve your

cases

.

• Make Che

rrie a m

entor fi

gure-ask

her for

advice!

• Join t

he exclu

sive Cob

by detec

tive clu

b- the m

ore case

s you

solve, t

he more

bamboos

you get,

and the

n you st

and a ch

ance of

joining

the club

-Members

get to

be invol

ved in d

evelopin

g the ca

rtoon se

ries as

well as

receivin

g Cobby

merchand

ise.

•

Phase

1

E-Mail Marketing: Identify parents with young kids and send them Cobby newsletters

Have your presence on kids websites: Eg: Pitara.com, Bal Mitra.com,Dimdima.com, Worldoo.com• Have Cobby activities,

games,stories• Have cobby ads on the

most popular features of these sites etc.

Cobby is a Red Panda:

•Red pandas are vulnerable species

•They are also the state animal of Sikkim

•Emphasise a north-east India connect

•Tie up with Sikkim tourism and have joint

promotional activities

Get the influencerson your side

Kids are Influenced by:• Parents- 48 % of parents always exercise control over what

their kids watch (Cartoon Network New Generations Research 2011).

Hence, the cartoon should appeal to parents as well, as 66% watch

TV together with their kids

• Millennial Moms-Mothers who were born between 1978 and 1994.

They are influential decision makers having 3.4 social media

accounts and they share and spread information on a wide range of

products and services.

• Friends/ Peers- Kids are very susceptible to peer

pressure. They usually watch and read what their friends do.

• ‘kid influencers’- These are young people on social media who

have a huge following. What they say and write about tends to

reach a large portion of the target audience.

Source: http://www.indiantelevision.com/special/y2k12/monica_tata_yearender.htm, http://www.webershandwick.com/uploads/news/files/MillennialMoms_ExecSummary.pdf

Phase 2

Promote Cobby series on Comic-Con India website, International Children’s Film Festival India (ICFFI) website etc.

YouTube

Channel

•Have a YouTube channel

•Create a catchy

title jingle for

the Cobby series

•Regularly update teasers

for the series

•Also upload clips which

reveal information on what

direction the series will

take, the different

characters personalities

etc.

•Have the clips and teasers

in regional languages to

reach a wider audience

Launch a w

ebsite

• After deve

loping som

e presence

online, it

’s time to

launch

cobbyisher

e.com

• Have an pr

emier Cobb

y game-gam

ing is

extremely

popular ac

tivities

• Have other

activitie

s, games,

quizzes, s

toryline u

pdates as

well

• Create a f

un and int

eractive w

ebsite

for kids

• Update inf

ormation a

bout the C

obby

series, ch

aracters e

tc. to gen

erate

buzz for t

he series

Phase 2

Launch a Cobbyishere App• Data points to kids increasingly using tablets and mobile phones• Hence, launch an App for Cobby on android, iPhone, windows phone etc.• The app will have everything featured on the website• Have the website and app available in popular regional languages as well

Success Measurement Metrics

Facebook

likes and

shares

determine

the extent

of

popularity

The mo

re num

ber of

follow

ers, t

weets

and re

tweets

the

better

reach

among

the ad

ults

Youtube is one of the

best ways to promote the cartoon series

The Cobby

Series teaser

can be played

before the

popular videos

to create buzz

@Cobbyishere

#joindetectivesclub

Daily trivia about other

fictitious detective

characters, puzzles,

Sudoku etc

THANK YOU